Overview
Western Digital’s digital ecosystem faced fragmentation following multiple acquisitions, creating inconsistent user experiences across brand touchpoints. In an industry where technical precision and accessibility are equally critical, my work at Western Digital improved how customers interact with complex data storage information. My team and I developed a cohesive design system that united four distinct brands (WD, SanDisk, G-Technology, and Upthere) while preserving their unique value propositions. Our design approach balanced enterprise-level technical requirements with user interfaces, resulting in a platform that increased subscription rates while improving overall engagement by 41%. The mobile-first strategy delivered results, doubling mobile site traffic to over 2.5 million monthly visits and establishing a foundation to support the company’s strategic separation of HDD and flash businesses.
Research & Design
Multi-brand design systems · SAP Hybris integration · Cross-portfolio content architecture · User experience audits · Multi-brand platform integration
- Duration: February 2015–January 2017
- Partners: WD, SanDisk, G-Technology, Upthere
- Team: Fas Lebbie, Andy Lewis, Spencer Allred
My Role
Conducted cross-portfolio content architecture planning, user experience audits, and developed frameworks for aligning multi-brand ecosystems.
Led the creation of scalable multi-brand design systems, mobile-first responsive design, and cohesive cross-platform UI standards.
Contributed to SAP Hybris integration initiatives and design-to-development handoffs while participating in collaboration across enterprise and brand teams.
Featured Pages
I contributed to Western Digital’s “One Hub to Rule Them All” initiative, helping design core enterprise pages that unified fragmented brand ecosystems. Featured pages such as Products, Solutions, Newsroom, and Innovations. This is not an exhaustive example, but a few to showcase cohesive UI systems and cross-portfolio content relationships, streamlining complex technical information into a unified user experience.
Monthly Mobile Visits
Traffic doubled with a web and mobile-first responsive design, driving stronger engagement across all device types.
Overall Engagement Improvement
Unified navigation and cross-portfolio content discovery significantly increased user interactions.
Brands successfully unified
WD, SanDisk, G-Technology, and Upthere are integrated into a single cohesive digital ecosystem.
Reflections & Impact
My time at Western Digital marked a pivotal chapter in my career as a UX/UI designer. Beyond the featured pages, I created over 600 conceptual diagrams, wireframes, and prototypes that shaped a unified digital ecosystem across four brands. Designing 150+ B2B portals required blending enterprise functionality with cohesive brand experiences. Collaborating with over 30 cross-functional team members, I helped develop a scalable design system that doubled mobile traffic to over 2.5 million visits monthly and established foundations supporting the company’s strategic business transformation.
